“Un-Become Your Parents in Paris” includes several firsts for the brand, including a partnership with travel guru Rick Steves for remixed audio tours of Paris; out-of-home ads in Los Angeles, New York, Miami and Atlanta airports; and a vending machine at New York’s John F. Kennedy International Airport stocked with copies of the book Dr. Rick Will See You Now.
Targeting diverse millennials
The campaign will get heavy social and digital media buys—with Dr. Rick popping up on sites such as Expedia and Tripadvisor to dispense his patented no-nonsense advice—as well as a hotline for Dr. Rick’s insight and tips. The brand is partnering with a handful of content creators—a “newer venture for us,” per Balogun—with an eye toward reaching a diverse millennial audience.
The hero spot, called “Glory Days,” cautions those watching live sports not to use that as an excuse to dredge up their high school track and field careers because “no one cares,” per Dr. Rick.
Social-first ads in the series point out iconic landmarks in the City of Lights where people acting like their parents may be tempted to offer dull commentary. Seeing the Arc de Triomphe might inspire those folks to “feel inspired to talk about the efficiency of roundabouts,” Dr. Rick says. “Marvel in silence—you’re on vacation, not studying to be a civil engineer.”
Arnold’s team first cast Dr. Rick, played by actor Bill Glass, in a 2017 spot called “Group Session,” and it brought him back as a central character in 2020, joining Flo and others in Progressive’s ad pantheon.
Dr. Rick to the rescue
Since then, creatives have looked for places where “he fits naturally,” according to Sean McBride, chief creative officer at Arnold, meeting the brand’s brief to engage with consumers where they’re spending time with the aim of boosting brand affinity and consideration.
Travel makes sense as a backdrop, whether it revolves around the Olympics or not, because the activity is full of “trigger environments” where Dr. Rick’s wisdom can come in handy, McBride said.
